Glo: Hyper Launch

BAT, a tobacco brand, launched its glo Hyper product in Japan by developing an onboarding program that provided consumers with useful information about the product.

Campaign Details

Brand: Glo Advertiser: British American Tobacco Agency: Geometry / Ogilvy Country: Japan

Campaign objectives & challenges

In April 2020 BAT launched it's latest tobacco heated product (THP), glo-Hyper. While 2020 was a challenge for many brands it became a watershed year in THP marketing for BAT with a drive towards digital and commerce transformation. With the launch c